Marketing to Youth

Reaching a young audience

Marketing to Youth


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how MillerCoors, the brewing group, is ramping up its content-marketing capabilities to engage millennials.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola Middle East created a new music platform, Coke Studio, to attract young people to the brand.


Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Rohan Lightfoot, Jennifer Lin and Tim Doherty, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola invented a new form of music-sharing in a summer campaign in China, to appeal to younger consumers.


Humberto Polar, Juan Donalisio and Gloria Herrera, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that produced drinking water from the air in order to attract students to its 2014 intake.


Kate Kopperman, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.


Laura Davey, Chris Caley and Jacqui Purcell, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Newcastle Brown Ale, the beer brand, has moved its advertising spend almost exclusively to digital, with great success.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"